The Influence of in-store sensory marketing on consumer dwell time and purchasing behavior: the mediating role of emotional response
DOI:
https://doi.org/10.51359/2526-7884.2025.268638Keywords:
Sensory marketing, Emotional response, Dwell time, Purchasing behaviour, Retail environmentAbstract
In-store sensory marketing has become a vital strategy for retailers to differentiate themselves in competitive markets and provide unique shopping experiences that go beyond functional product attributes. Sensory cues such as music, lighting, and scent can influence consumer perceptions, emotions, and behaviors, yet the combined effect of these stimuli and the mediating role of emotional response remain underexplored in the literature. Addressing this gap, the present study investigates how in-store sensory marketing impacts consumers’ dwell time and purchasing behavior, with emotional response serving as a mediating mechanism. The population of the study comprised supermarket shoppers in the Colombo metropolitan area, and 683 valid responses were collected using a structured questionnaire administered via Google Forms. Measurement items were adapted from validated scales and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) through AMOS. The findings reveal that sensory marketing has a positive and significant influence on both dwell time and purchasing behavior. Moreover, emotional response strengthens this relationship, acting as a mediator that translates sensory cues into favorable behavioral outcomes. These insights highlight the importance of designing multisensory retail atmospheres that enhance customer engagement, encourage impulse buying, and extend store visits. Future research can extend this framework across diverse retail formats and cultural contexts to further validate the role of sensory marketing and emotions in shaping consumer behavior.
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